study of vas products in telecom market in india

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 1

Presented By :-July , 2010


Flow of the Presentation.1 ) Introduction.2) History of Indian Telecom Industry &

Government Policy .3 ) Players of Indian Telecom Industry.4) Analysis of Bharti Airtel.5) Major Market Trends.6) Project Findings. 7) Conclusion.8) Recommendations & Suggestions.9) Learning's & Experiences


Topic: 1 Introduction


Executive Summary : Role Of Telecom Sector in Development Process The telecom services have been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It hasbecome especially important in recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy.

The Telecom Sector, which has the multiplier effect on the economy, has a vital role to play in economy by way of contributing to the increased efficiency. The available studies suggest that income of business entities and households increases by the use of telecom services. Thus it contributes to the growth in GDP. The Government of India reorganizes that provision of world class telecommunications infrastructure and information is key to rapid economic and social development of the country.


Telecom industry in India started to set up in a phased approach. Privatization was gradually introduced, first in value-added services, followed by cellular and basic services. Telecom Regulatory Authority of India (TRAI) was established to regulate and deal with competition (the service providers). Upcoming services such as 3G and WiMax will help to further augment the growth rate. The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010.

Paisafication seems to be the name of the game in mobile telephony. But as the pricing game touches rock bottom and erodes value, gaining subscribers will mean winning the great brand battle. Thirteen Telecom Operators in India causing Ripple Effect & demanding for Innovation / Renovation in Saturated Indian Telecom Market. Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the declining ARPU and increasing competition among operators it is imperative to focus on alternate revenue streams. That is where there is a felt need for capitalizing on the Value Added Services Market. In the wake of changing industry markets, telecom operators are looking at “Mobile Value Added Services” (MVAS) as the next wave of growth, and a large chunk of revenues is expected to flow from VAS in the near future.

Need for the Study :


2010

Introduction :


Mobile Phone Revolution :• Commenting on the emerging markets and use of

cell phones, Bill Gates once said, “PC is the phone and phone is the PC.”

• In the same conference, Craig Mundie, Microsoft Chief Research Officer continued, “People in those rural environments are already buying computers. They happen to call them cell phones.”


Welcome in the New AVATAR of TELECOM WORLD!India entering 2nd stage of “Telecom Revolution “ .

INDIAN TELECOM SECTOR

FIRST PHASE OF REVOLUTION : VOICE

SECOND PHASE OF REVOLUTION : DATA


Contribution of 3 Leaders in India:


Name Current Trends (In 2010)

Projected Trends (In 2015 )

Population of India (Approx. )

120 Crore 135 Crore

Mobile Users (Approx. ) 584.32 Million Over 1 Billion

Number of Players (Approx. )

13 5-6 Players

Market Size (Approx. ) 100,000 Rs. Crore 344,921 Rs. Crore

Growth Rate (Approx. ) 16 % Over 26 %

Employment to People (Approx. )

4 Million 10 Million

TeleDensity 52.74 % 70 %

Internet Users 81 Million 120 Million

Internet Penetration 7 % 18 %

Contribution to India’s GDP.

3 % 15 %

Quick Facts : Next Super Power India (March, 2010 )

8.75

Million

Broadband Subscription

52.74Overall Teledensity

36.96

Million

Wireline Subscription

584.32 Million

Wireless Subscription (With 20.31 Million New Addition )

621.28 Million

Total Telephone Subscriber Base

8.75

Million

Broadband Subscription

52.74Overall Teledensity

36.96

Million

Wireline Subscription

584.32 Million

Wireless Subscription (With 20.31 Million New Addition )

621.28 Million

Total Telephone Subscriber Base


Impact of Telecom Sector on Indian Economy:


Economic Benefits of Mobile Services in India :

• Employment• Government Revenues• GDP• Rural Development


International Telecommunications Union( ITU)

“ The mobile phone has moved beyond being a mere device to become a key “social object” present in every aspect of our daily lives”.

Indian Telecom Sector

The Indian Telecom Sector –Poster Boy Of Economic Reforms.Fastest Growing Telecom Market with CAGR of 17 % .3rd Largest Telecommunication Network in World.2nd Largest Wireless Network in World.About 15 million connections are being added every month.About 3 % is the Contribution of Telecom Sector in Nation’s GDP.

The Unique Indian Business Telecom Model

“Low Cost,

High Volume,

High MOU. “


Telecommunication :

Managerial: “Telecom is a huge and varied bastion of technologies, companies, services and politics that is truly global in nature.”

Technical: “Telecom in the real sense means transfer of information between two distant points in space.”


Topic: 2 : History of Indian Telecom Industry & Government Policy.


The Indian Telecom Journey :

TELECOM

NETWORK INFRASTRUCTURE

COMPANIES :ALCATEL LUCENT , CISCO & ERICSSON

TELECOM EQUIPMENT

MANUFACTURERS:

NOKIA , SAMSUNG & MOTOROLA

TELECOM SERVICE

PROVIDER:BHARTI AIRTEL ,

RELIANCE , VODAFONE & IDEA

TELECOM SOLUTIONS PROVIDERS :IBM DAKSH,

WIPRO, SPANCO ,ARICENT, AEGIS


Evolution of the Telecom Sector :

Pre-1991 1991-1994 1994 - 2002

Telegraph Act 1885

Creation of DOT- 1985

MTNL & VSNL were set up-1986

Cellular Phone Services were opened up to private sector-1994

National Telecom Policy-1994

1997 : TRAI was set up

NTP 1999 TDSAT-2000 BSNL formed

2001

FDI - 49 %

Broadband policy 2004

FDI - 74% 2005

2002 -2007

Up to1994

Upto2002

Up to1991

Upto2007


Policy of Government of India :

FDI in telecom recently revised to 74%.

Government gets 15% of revenues from Unified Licensing

Regulator

Licensor

Judiciary

Telecom Regulatory

Authority of India

Telecom Dispute Settlement Appellate Tribunal

Dept of Telecom Unified License Operators

Fixed Line Operators

GSM

900 & 1800 MHZ

Wireless Operators

National Long Distance Operators

International Long Distance Operators

CDMA

1800

MHZ

Ministry of Communication & Information Technology


Regulatory Framework & OrganizationUnified Access Licensing Regime (UALR)Access Deficit Charge (ADC) –Subsidising the Infrastructure CostUniversal Service Obligation (USO) – Building Rural Network


Market structure of India- Telecom Circles : Metro

circles (major cities*):• Mumbai • New Delhi • Kolkata

B circles (regions with smaller urban

areas and towns):• Haryana • Punjab • Rajasthan • Uttar Pradesh (East) • Uttar Pradesh (West) • West Bengal

A circles (regions that include other large cities):Andhra Pradesh Gujarat Karnataka Maharashtra Tamil Nadu*

C circles (rural areas):Assam Bihar Himachal Pradesh Jammu & Kashmir Northeast Orissa Kerala Madhya Pradesh

(* Chennai, in the southeast, was previously a separate Metro circle, but as of March 31, 2008, it was integrated into the Tamil Nadu A circle as a single entity.)


Telecom Growth Comparison :

Mobile Subscriber Growth Chart

0

200

400

600

800

1000

1200

1990 1995 2000 2005 2010 2015 2020

Total No. ofMobile Subscriberin the year2015 will be1000 Million.


Different Services of Telecom Sector:


Growth of Telecom Network (PSUs & Private ) :


Teledensity Growth in India :


All India Wireline Subscriber Base

37.95 37.81 37.6537.54 37.41 37.33 37.31 37.25 37.1637.06 36.99 36.96 36.96

36

36.5

37

37.5

38

38.5

Wireless & Wireline Subscriber Base in India :


FDI in Telecom Sector in India :


Market Share of Technology & Connection:


Topic: 3 Players of Indian Telecom Industry


Different Players of Indian Telecom Industry :There are three types of players in telecom services:• State owned companies (BSNL and MTNL)• Private Indian owned companies (Reliance Communication, Tata Teleservices)• Foreign invested companies (Vodafone Essar, Bharti Airtel, Idea )

I WANT ONLY 1 SIM CARD


Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India :

Overall Indian Telecom Industry Market Share : TRAI REPORT : MARCH 2010


All India GSM Cell Subscribers- March 2010 (COAI Report) :

100.00%421860978All India

0.24%1006827Stel11

0.67%2844583Loop Mobile10

1.01%4264036Uninor9

1.13%4784453MTNL8

3.87%16311206Reliance Telecom6

8.74%36861174Aircel5

15.05%63486339BSNL4

15.13%63824688IDEA3

23.91%100858358Vodafone Essar2

30.25%127619314Bharti Airtel1

% Market ShareTotal Sub FiguresName of CompanySl. No.

100.00%421860978All India

0.24%1006827Stel11

0.67%2844583Loop Mobile10

1.01%4264036Uninor9

1.13%4784453MTNL8

3.87%16311206Reliance Telecom6

8.74%36861174Aircel5

15.05%63486339BSNL4

15.13%63824688IDEA3

23.91%100858358Vodafone Essar2

30.25%127619314Bharti Airtel1

% Market ShareTotal Sub FiguresName of CompanySl. No.


Battle of Brands- Get Ready for Third World War !!!!!!

“PAISAFICATION “seems to be thename of the game inmobile telephony.

Fighting for the Share of Wallet !!!!!!!!!!!

Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian Telecom Market.

WHAT IS FUTURE ?????


1st Player – BHARTI AIRTEL

1st Rank in Telecom Market of India with Subscriber Base of 127.6 Million & Market Share Of 30.25 % ( TRAI , GSM Subscriber Base March 2010 Report )

Bharti is now the world's third-largest, single-country mobile operator and Fifth-largest integrated telecom operator.

GSM PLAYER- PAN 23 CIRCLES

Bharti ‘s Famous “Minute Factory Model” combinedwith a low cost structure.Bharti Airtel an integrated Telecom Service Provider.

Type Public (BSE: 532454)

Industry Telecommunications

Founded 7 July 1995

Founder Sunil Bharti Mittal

Headquarters New Delhi, India

Area served Worldwide

Key peopleSunil Mittal(Chairman) & (MD)Sanjay Kapoor (CEO)

Products

WirelessTelephoneInternetSatellite television

Revenue ▲ US$ 7.254 billion (2009)

Operating income ▲ US$ 2.043 billion (2009)

Net income ▲ US$ 1.662 billion (2009)

Total assets ▲ US$ 11.853 billion (2009)

Employees 25,543 (2009)

ParentBharti Enterprises (64.76%)SingTel (30.5%)Vodafone (4.4%)

“Work is Love , not Stress “ - Sunil Bharti Mittal

http://www.airtel.in/wps/wcm/connect/airtel.in/airtel.in/home/


2nd PLAYER- RELIANCE COMMUNICATIONS

1st Rank in CDMA Telecom Market of India with Total Subscriber Base (Both GSM & CDMA) of 102.44 Million & Market Share in CDMA Of 59.39 %. 6th Rank in Purely GSM Market with Total Subscriber Base of 16.31 Million & Market Share in GSM Market is of 3.87 %.

BOTH GSM PLAYER &

CDMA PLAYERPAN in 23 Circles.

Type Public BSE: 532712


Founded 2004

Founder Dhirubhai Ambani

Headquarters Navi Mumbai, Maharashtra

Area served India

Key peopleAnil Ambani (Chairman )Satish Seth (MD)

Products

WirelessTelephoneInternetTelevisionData CardsRecharge Vouchers

Revenue Rs 22,948 crore (US$ 4.89 billion)

Operating income

Rs 9,305 crore (US$ 1.98 billion)

Net income Rs 6,045 crore (US$ 1.29 billion)

Total assets Rs 102,207 crore (US$ 21.77 billion)

Total Equity Rs 1,032 crore (US$ 219.82 million)

Employees 31,884

Parent ADAG

Reliance is again in Hot News after 2002 when it sold its Reliance Handset in only 500 rs. R-Com has launched a new tariff model for its pre-paid customers, which offers Unlimited talk time for a flat monthly fee.


3rd Player – Vodafone Essar

2nd Rank in Telecom GSM Market of India with Subscriber Base of 100 Million & Market Share of 23.91 %. ( TRAI ,March 2010 Report )

GSM PLAYER PAN in 23 Circles

Vodafone ZOOZOO Magic

Type Limited

IndustryMobiletelecommunications

Predecessor Hutchison Essar

Founded 1994

Headquarters Mumbai, Maharashtra

ProductsMobile networks,Telecom services, Etc.

Owner(s)Vodafone Group (67%)Essar Group (33%)

Employees 10,000


4TH PLAYER- IDEA CELLULARGSM PLAYER PAN IN ALL 23 CIRCLES

3RD Rank in Telecom GSM Market of India with Subscriber Base of 63.82 Million & Market Share of 15.13 % in GSM Market. ( TRAI ,March 2010 Report )

TypePublic

BSE: 532822NSE: 532822


Founded 1995

Headquarters Santa Cruz East, Mumbai, India

Keypeople

Kumar Mangalam Birla (Chairman) Sanjeev Aga (MD) Rajat Mukharjee (VP Corporate

Affairs)

Products Mobile

ParentAditya Birla Group (49.05%)Axiata Group Berhad (15%)Providence Equity (10.6%)


5th Player-TATA Teleservices Ltd. (TTSL) 2ND Rank in CDMA (TATA INDICOM With DOCOMO ) Telecom Market of India withSubscriber Base of 65.94 Million & Market Share of 38.23 % in CDMA Market .

IN TELECOM MARKET WITH 3 BRANDS :

1)TATA INDICOM- CDMA PLAYER

2) TATA DoCoMo - GSM PLAYER

3)VIRGIN MOBILE- BOTH CDMA & GSM PLAYER

Type Public (BSE: 532371)


Founded Incorporated 1996

Headquarters Navi Mumbai, India

Key peopleMr. Ratan N. Tata Chairman)Anil Kumar Sardana (MD)

Products

WirelessTelephoneInternetTelevision

Employees 350,000

Parent Tata Group

DivisionsTata Indicom (CDMA)Tata DoCoMo (GSM)Virgin Mobile India (CDMA/GSM)

http://en.wikipedia.org/wiki/File:Tata_Docomo_Logo.svg


6th Player-BSNL BOTH GSM & CDMA

4th Rank in Telecom GSM Market of India with Subscriber Base of 63.48 Millions & Market Share of 15.05 %. ( TRAI ,March 2010 Report )

BSNL ;- Undisputed Leader in Broadband with 60 % Market Share.

It has1.5 Million 3G Users out of 60 Million Total Consumer Base.

Type State-owned


Founded 19th century, incorporated 2000

HeadquartersBharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi

Key people Kuldeep Goyal (Chairman) (MD)

Products


Revenue ▼ US$ 7.03 billion

Owner(s) The Government of India

Employees 357,000


7th Player-AIRCEL GSM PLAYER IN PAN in 18 CIRCLE

5th Rank in Telecom GSM Market of India with Subscriber Base of 36.86 Millions & Market Share of 8.74 %. ( TRAI ,March 2010 Report )

Type Private


Founded 1999

Headquarters Gurgaon

Key people Gurdeep Singh, COO

ProductsMobileTelecommunication operator

ParentMaxis Communications(74%)Apollo Hospital (26%)

In a bid to raise awareness about the declining number of tigers, Aircel, partnering with World Wildlife Fund (WWF) India has launched the 'Save Our Tigers' initiative.The campaign, created quite a buzz. 'Stripey the Cub', the face of the Initiative, has over 96,400 fans on popular social networking website, Face book; and the official Twitter page have 3,027 followers already.


8th Player –MTNL

7th Rank in Telecom Market of India with Subscriber Base of 47.84 Million & Market Share of 1.13 %. ( TRAI ,March 2010 Report )

BOTH GSM PLAYER & CDMA PLAYER

TypeState-owned Public

NSE: MTNLNYSE: MTE


Founded 1986

Headquarters Mumbai and New Delhi India

Key people

Kuldip Singh (CMD)Anita Soni (CFO)S.M.Talwar (ED-New Delhi)J.Gopal (ED-Mumbai)

Products


Revenue ▼ INR 52.895 million (2009)

Net income ▼ INR 1.626 million (2009)

Owner(s) The Government of India

MTNL provides fixed line telephones, cellular connection of both GSM — Dolphin (Postpaid) and Trump (prepaid) and WLL (CDMA) — Garuda -FW and Garuda-Mobile and internet services Through dialup and DSL — Broadband internet TriBand.

http://en.wikipedia.org/wiki/File:Mtnl_3g.jpg


9th Player-UNINOR GSM PLAYER PAN

8th Rank in Telecom GSM Market of India with Subscriber Base of 42.64 Million & Market Share of 1.01 %. ( TRAI ,March 2010 Report )

Type Joint Venture


Founded 2009

Headquarters Gurgaon, India

Key peopleStein-Erik Vellan (CEO)Sanjay Chandra (Chairman)

ProductsWireless

TelephoneInternet

Employees 2,000

ParentTelenor (67.25%)Unitech Group (32.75%)

With ‘ Ab mera number hai', Uninor tells the world it has arrived.


10th Player- MTS (SSTL) CDMA PLAYER

3rd Rank in CDMA Telecom Market of India with Subscriber Base of 3.77 Million & Market Share of 2.19 % in CDMA .

IndustryMobile

telecommunications

Founded2009 as Sistema ShyamTeleServices Limited

Headquarters New Delhi, Delhi, India

Products CDMA

Owner(s)Sistema (73.71%)Shyam Group (23.70%)


11th Player-LOOP MOBILE GSM

10th Rank in Telecom GSM Market of India with Subscriber Base of 2.84 Million & Market Share of 0.67 %. ( TRAI ,March 2010 Report )

Type Private

Industry Telecom

Founded1994 as BPL Mobile2009 as Loop Mobile

HeadquartersMumbaiMaharashtra , India

Key people CEO Sandip Basu

ProductsMobileTelecommunication

operator

Owner(s) Essar Group (8%)


12th Player-S TEL GSM PLAYER

11th Rank in Telecom GSM Market of India with Subscriber Base of 1 Million & Market Share of 0.24 %. ( TRAI ,March 2010 Report )

S Tel, is a GSM based cellular operator in India. It has a unified services access license in Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. It is owned jointly by C Sivasankaran (51%) and Bahrain Telecommunications (49%). S Tel Private Limited (S Tel), a new telecom operator in the Indian marketplace, is a joint venture between Siva Group (formerly Sterling InfoTech Group) and Bahrain Telecommunications Company (Batelco).

S Tel has acquired Unified Access Services Licenses (UASL) and spectrum to operate in six Category C circles – Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. These licenses will enable the company to provide Unified Mobile service, wireless broadband and innovative Value Added Services (VAS) covering a population of over 226 million across these circles


13th Player-PING (HFCL) CDMA

4TH Rank in CDMA Telecom Market of India with Subscriber Base of 0.32 Million & Market Share of 0.19 % in CDMA .

HFCL Infotel Ltd. (Infotel) is a "Total Telecom Solutions Provider" offering Fixed Line telephony (Telephone Services), Mobile telephony, Broadband Services, Customized Data Services and Value Added Services.

Infotel provides a world class telecom experience when it comes to technology, products, customer services, Launched in Punjab in the year 2000 under the Connect brand name. Infotel has set up state-of-the-art Networks with coverage in over 200 towns of Punjab with an extensive optical fiber network coverage of over 4,000 km.

Today, Infotel is one of Punjab's leading private sector telecommunication services providers with an aggregate customer base of 5, 10,263 as on 31st Dec 09.


14th Player-VIDEOCON GSM

100 DAYS-100 CITIES Type Public (BSE: 511389)

Industry Conglomerate

Founded 1979

Founder(s) Nandlal Madhavlal Dhoot

Headquarters Aurangabad, Maharashtra, India

Key peopleVenugopal Dhoot (Chairman)K. R. Kim (CEO)

Products

Consumer ElectronicsHome AppliancesComponentsOffice AutomationMobile phonesWirelessInternetPetroleumSatellite televisionPower

Revenue ▲ US$4 billion (2010)

Net income ▲ US$276 million (2010)

Employees 5,000 (2010)

Videocon Mobile Service., is a GSM based cellular operator in India based in Mumbai.

Videocon Telecommunications Limited, a Videocon group company offers GSM mobile services GSM service under the brand nameVideocon. The Videocon Group is a $4 billion, global business conglomerate with a strong presence in Household Consumer Goods, Oil & Gas, Retail, Telecom, DTH and the Power sector.


SWAN TELECOM RE- NAMED ETISALAT DB TELECOM INDIA PVT. LTD

GSM IN 15 CIRCLES

Etisalat will shortly be launching its service. As of April 2010, signal testing has already begun in a few circles of Chennai [IND 922], Delhi & NCR [IND 913], Maharashtra & Goa [IND 918], Mumbai [IND 916] and Gujarat[IND 914]. Etisalat has signed a deal with bollywood actor Aamir khan which is biggest endorsement till date in the Indian advertising market for Rs. 350 million(35 Crores) for a three year contract. In May 2010, Etisalat is in talks to buy 25% stake in Reliance Communications.

Type Public

FoundedUnited Arab Emirates Government

Headquarters United Arab Emirates

Key people

Mohammed Hassan Omran ChairmanMohammed Al Qamzi CEO

Revenue ▲ $8.4 billion (FY2009)

Listed 15th Player- ETISALAT


Topic :4 Analysis of Bharti Airtel


News Paper Headlines :


Sunil Bharti Mittal : FIRST GENERATION ENTREPRENURS

He is a Pioneer, a Dreamer, an Achiever.

Mittal prides himself on a string of firsts: "the first push-button, the first cordless, the first answering machines, the first fax machines“.

Asia's self-made billionaires.

In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor.

THE GAME CHANGER.

SUNIL BHARTI MITTAL is an Indian Telecom Mogul, Philanthropist and the Founder, Chairman and Managing Director of Bharti Enterprises.

1970 Bicycle Crankshaft Business

1982 Portable Generators

1982 Electronic Push Button Phones

1990 Fax Machines, Cordless Phones and Other Telecom Gear.

1992 Mobile Phone Service License Operator in Delhi

1995 UMBRELLA BRAND -AIRTEL


Airtel Brand : Taglines :


Airtel Brand Logo :


Brand Ambassadors :

2008 2003 2002 2009

2010


Bharti Airtel : Introduction Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector.

AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all the 22 Telecom Circles in India, and in Srilanka. It served an aggregate of 130,686,172 customers as of March 31, 2010, in India; of whom 127,619,314 Subscribe to our GSM services and 3,066,858 use our Telemedia Services either for voice and/or broadband access delivered through DSL.

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides Broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.


Four Strategic Business Units :

The mobile business offers services in India, Sri Lanka and Bangladesh.

1) Mobile

The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.

2 ) Telemedia

3 ) Enterprise

The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.

4 ) Digital TV

The Digital TV business provides Direct-to-Home TV services across India.


Vision : 2010

Mission :“ We at Airtel always think in fresh and innovative ways about the needs of our customers and

how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more” .


Company Profile :

Network Equipment

Mobile Services Nokia Siemens, Ericsson, Huawei

Telemedia & Long Distance ServicesNokia Siemens, Juniper, Cisco, Alcatel Lucent, ECI, Tellabs

Information Technology IBM

Call Centre OperationsIBM Daksh, Hinduja TMT, Teleperformance,Mphasis, Firstsource & Aegis

Equity Partner {Strategic} Singtel

PARTNERS :


Factsheets :

Proportionate Revenue Rs. 396,150 million (year ended March 31, 2010-Audited)Rs. 369,615 million (year ended March 31, 2009-Audited) As per US GAAP Accounts

Proportionate EBITDA Rs. 160,268 million (year ended March 31, 2010 - Audited)Rs. 151,678 million (year ended March 31, 2009 - Audited) As per US GAAP Accounts

Shares in Issue 3,797,530,096 as at Mar 31, 2010

Listings The Stock Exchange, Mumbai (BSE)The National Stock Exchange of India Limited (NSE)

Market Capitalization US$ 25 billion.

Stock Quote BSE: INR 267.00

TOTAL NO. OF EMPLOYEE 30,000


Organization Structure :


Awards and Recognitions :For the Year 2008 - 2009 Voted India’s most innovative company – in a survey conducted by The Wall Street Journal in 2008

Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008

“2nd Most Trusted Service Brand” - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008

‘Best Content Service’ Award for its Farmer Information Dissemination Platform for Bharti Airtel’s joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2008

Best Project Management’ Award for its Gujarat e-GRAM project - World Communications Awards 2008

“Best Telecom Company” at the NDTV Profit Business Leadership Awards

Best Carrier India for innovative products & services and efficient cost models and the Ovum Telco-Transformation award recognizing philosophy and execution of a successful outsourcing strategy at the Telecom Asia Awards 2008

Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The highest honour in global telecom sector, recognized his tremendous contribution to the development of India’s telecom sector

Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008 at the NDTV Profit Business Leadership Awards


Group Companies :


Analysis of AIRTEL :

1)Product Life Cycle (PLC) Analysis.2)SWOT Analysis.3)BCG Matrix. 4)Porter Model.5)Ansoff Matrix.6)PEST Analysis.7)Marketing Mix.


1 )Product Life Cycle

TimeProduct

Develop-ment

Introduction

Profits

Sales

Growth Maturity Decline

Losses/Investments (Rs.)

Sales andProfits (Rs.)

Sales and Profits Over the Product’s Lifetime

Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in “Saturated Indian Telecom Market “.


2) SWOT Analysis: S: StrengthsFirst Mover Advantage.Highly Focused on Indian Telecom Market.Leadership in fast growing Cellular Segment.PAN India Footprint.Heavy Brand Promotion Strategy.Huge Network Coverage.Proactive & Innovative ServiceStrong FinancialsTruly India’s first Global telecom player.India’s first fully integrated telecom player.Famous for Minute -Factory Model.Best Outsourcing Model.Airtel is another name of “Trust “& “Ethics “.Highly Successful in the minds of Common Man.Strong Network Coverage is helpful to earn more than 60 % Revenue fromRural Sector.The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for “Transformational Changes “.


W: Weakness Outsourcing of Core Systems.Premium priced products, hence can’t compete in low price segment.No separate strategy for rural market (Untapped Rural Market).Distribution channel is not accurately categorized.Purely GSM Player affected by Consumer Switching Behavior gives opportunity to CDMA Player Stickiness due to Handset.Loosing Grounds among Teens & Youth against Virgin Mobile.No Free Local Calls & STD Calls Packs offered by it.Small Players giving Strong Competition in Different Segmentation like Call Rates , GPRS , SMS Packs, Broadband Internet (High Speed Data Cards) &Other Value Added Services.


Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth.There is a lot of scope of product and market diversification.Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is Untapped.3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector.If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers ,Airtel will be in World’s Top 3 Rank by present 5th Rank.Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS Service.M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication in VAS.

T: Threats •India centric – Major revenues from India•Falling ARPU & AMOU•Intense Competition from 13 Existing Players & Shortage of Bandwidth. •Role of Government Policy•Saturation in Basic Voice Service. Landline Connection is already in its Declining Stage.

O: Opportunities


3 ) BCG MATRIX :

AIRTELVODAFONERELIANCE

BSNLIDEA CELLULARAIRCELTATA INDICOM

VIRGIN MOBILE

MARKETGROWTH Ratein %

HIGH

LOW

HIGH LOWRELATIVE MARKET SHARE


BCG Matrix for Bharti Airtel :

LOWHIGH

HIG

HLO

W

70

Mobile Services

DTH & IPTV

Broad Band


4 ) Porter's Five Force Analysis :


• Thirteen Players in Saturated Indian Telecom Market causing “Battle of Brands “with Paisafication strategy.

• New Players with Negative Cash Flows causing to Innovation/Renovation to be in the Telecom Market.

• “Tariff War “causing Cutthroat Competition to Survive & in adding 1st time User.

1. Competitive Rivalry within an Industry HIGH

•Lack of differentiation among Service Providers•Cut throat Competition•Low Switching Costs•Number Portability will have Negative Impact•Businesses & Consumers

2. Customer Bargaining Power HIGH


3. Suppliers Bargaining Power LOW


4. Threat of Substitutes

Landline CDMA Video Conferencing VOIP - Skype, Gtalk, Yahoo Messenger e-Mail & Social Networking Websites

74

BROADBAND SERVICES

DIMINISHING MARKET

HIGH

5. Threat of New Entrants LOW

• Huge License Fees to be paid upfront & High gestation period• Entry of MVNOs & WiMAX operators• Spectrum Availability & Regulatory Issues• Infrastructure Setup Cost - High• Rapidly changing technology


Porter’s Generic Strategy :

Porter has identified three types of generic strategies that help a firm to cope with competitive forces and outperform other firms in the industry.

These strategies are:- 1. Overall Cost leadership strategy 2. Differentiation strategy, and 3. Focus strategy


5) ANSOFF MATRIX

Market Penetration:

Entered in Broadband and fixed line market.

Market Development:

Looking for overseas market.

Product Development:

IPLC products.

Diversification:

Outsourcing.


6) PEST Analysis It is the technique of environmental scanning of any Industry on the basis of the factors like


PEST Analysis of Indian Telecom Industry : Political FactorsoAntitrust RegulationsoEnvironmentaloProtection Laws & Tax LawsoSpecial IncentivesoForeign Trade RegulationsoAttitudes toward foreign CompaniesoLaws on hiring and promotionoStability of government

PEST Analysis of Indian Telecom Industry : Economical Factors• GDP trends• Interest Rates• Money Supply• Inflation Rates• Unemployment levels• Price control• Devaluation / Revaluation• Cost


• Lifestyle Changes• Career expectation• Consumer activism• Rate of family formation• Growth rate of population• Age distribution of population• Regional shift in population• Life expectation• Birth rates

PEST Analysis of Indian Telecom Industry : Technological Factors• Total Government spending for Research & Development• Total Industry spending for Research & Development• Focus of Technological efforts • Patent Protection• New Products• Technology transfer from lab to marketplace• Productivity improvements through automation• Internet availability

PEST Analysis of Indian Telecom Industry : Socio Cultural Factors


7 ) MARKETING MIX : 4 P’s

P-Products.P- Price.P- Place.P- Promotion.

MARKETING MIX

PRODUCTCell Phones

PRICELower End

Segment to Super Premium End.

PLACEExclusive

Showroom, Shopping Mall,

Chain Store

PROMOTIONPrint Media,

Mass Media & Electronic Media


4 P’s Product• Airtel Pre-paid• Airtel Post-paid• Blackberry Wireless Handheld Value Added Services (VAS)

Price• Customer based pricing strategies.• Flexible pricing mechanism Controlled by TRAI..

Place• It has wide and extensive presence even in the remotest areas• Airtel Customer Care Touch Points Distributors like: Paan shops, grocery stores, chemists,

outlet etc.Promotion

• Large scale print and video advertising.• Big celebrities like SRK and Sachin are roped in to endorse the product.• In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the

most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones.


Topic : 5 Major Market Trends


Major Emerging Trends: Changing Face of Indian Mobile Consumer


Handset Market in India:

India’s Mobile Handset Market is Rs. 50,000 Crore Annually with 30 Handset Maker Company. About 100 Million Phones were sold in India in 12 Months to June 2009 say IDC Data.10-12 Million Handsets are sold Per Month in India making India “Mobile Hub” after “Small Car Hub”.


Telecom Services :

PMRTS

INTERNET

VSATS

RADIO PAGING

GMPCS

BASIC SERVICES

MOBILE SERVICES


Technology :


Growth Factors :

Managed Services

Infrastructure Sharing

WIMAX

3 G

VirtualPrivate

Networks

Rural Telephony

Value Added Services

Enterprise Telecom Services

GROWTH AVENUES

Managed Services

Infrastructure Sharing

WIMAX

3 G

VirtualPrivate

Networks

Rural Telephony

Value Added Services

Enterprise Telecom Services

GROWTH AVENUES


Emerging Trends :

3G

USSD

GPRS

MMS

SMS

Voice


Growth Avenues:• Managed Service: Managed services are another segment that is attracting

telecom companies. On account of the rapidly growing subscriber base, service providers find it difficult to manage their infrastructure and network management operations. In such cases, they completely or partially outsource their infrastructure or network management operations.

• Infrastructure Sharing: To reduce their network deployment costs, many service providers are Considering infrastructure sharing offers the following advantages:

• Improved service quality.• Increased affordability for customers. • Faster roll out of services in rural and remote areas.• Lower operating costs for service providers.

• Enterprise Telecom Services: Enterprise Telecom Services includes key services, such as voice over Internet protocol (VoIP), dedicated telecom communication systems; IT infrastructure enabled unified communication services, etc. Telecom service providers are increasingly targeting enterprises by providing dedicated services and are expected to witness major developments in near future.


• Virtual Private Networks: Virtual Private Network is a private data network that provides

connectivity within closed user groups via public telecommunication infrastructure. Competition is likely to heat up in the VPN segment as DoT has relaxed the norms for private players.

• Third Generation (3G): The Indian government plans to auction the spectrum for 3G services by inviting bids from domestic as well as foreign players & creating a competitive environment that offers better services to consumers. Therefore, 3G spectrum is among the major investment opportunities and growth drivers of telecom industry. The immense potential for 3G is reflected by the 30–40 percent annual growth in Value-Added Services..

• WiMAX has been one of the most significant developments in wireless communication in the recent past. Since this mode of communication provides network access in inaccessible locations at a speed of more than 4 Mbps, it is expected to be a major factor in driving telecom services in India, especially wireless services. Thus, it will lead to the increased use of telecom services, Internet, value-added services and enterprise services. It is estimated that India will have 13 million WiMAX subscribers by 2012. Aircel is the pioneer in WiMAX technology in India.


Topic : 6 Project Findings


Objectives:Need for the study: Over the last 5 years, the telecom industry has realized the importance of MVAS. Given The declining ARPU And increasing competition among operators it is imperative to focus on alternate revenue streams. That is Where there is a felt need for capitalizing on the Value Added Services Market. Today the various MVAS entities are still struggling with issues such as the correct definition of MVAS,The roles and responsibilities of each entity in the value chain, revenue sharing arrangements between Them and other critical issues such as regulation of the MVAS market.

VAS: Next Key to Success Value Added Service (VAS) in telecommunication industry refers to non-core services, the core or basic services being standard voice calls and fax transmission including bearer services. A value added service may demonstrate one or more of these characteristics and not necessarily all of Them. In some cases, the value added service becomes so closely integrated with the basic offering that neither the user nor the provider acknowledge or realize the difference. A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their VAS revenue.


Definition as per TRAI In the Unified Access Service License (UASL), VAS is defined as follows-

“Value Added Services are enhanced services which add value to the basic teleservices and bearer Services for which separate license are issued”.

The Government of India issues licenses for the following Value Added Services:- Public mobile trunking serviceVoice mail serviceClosed users group domestic 64 kbps data network via INSAT satellites system Video tex serviceGMPCSInternetAudiotextUnified messaging service


A to Z of Telecom VAS: Including and Beyond ABCDThe Indian Perspective ABCD market -the Ayah, Bai, Carpenter, Driver market.

• A: Astrology, AdRBT, AppStores• B: Bollywood, Browsing, Blogging• C: Cricket, Content, Community• D: Devotion, Dating• E: Education, Enterprise• F: Fun• G: Gaming, Gambling• H: Health, Handsets• I: Infotainment• J: Jokes• K: Knowledge• L: Location Based Services, LIMI (Low Income Marginal Income)• M: Music, M-Commerce• N: Networking, News• O: Ovi -like Stores• P: Profile, Packaging, Pricing• Q: Quiz• R: Ring tones, Religion, Radio, Rural• S: Search, Sachet• T: TV on Mobile, Ticketing• U: Utilities, UGC (User Generated Content)• V: Vernacular, Voice• W: Wallpaper, Widgets• X: VAS.X• Y: Youth-based Applications• Z: Zoo Zoo


Indian Mobile VAS Industry valued at more than Rs 7000 Crore has so far been dominated by Entertainment Service. Focus should be on “Utility Based VAS “not on Entertainment VAS .


VAS VAS


4 Pillars of VAS:


Four Component of VAS :


Drivers of VAS:

Drivers

Declining ARPU Rising Mobile Tele-Density

Increasing Consumer Demand for VAS

Growing Medium for Advertising

Demand Side

Supply Side

Increase in Demand for Regional Content

Introduction of 3G Based Applications

Growing Rural Market


Challenges of VAS:

Feature Rich Handsets

beyond the Buying Power

of Users

Lack of Copyright

Protection and Authentication

s Standards

Dominance of Prepaid

Customers

Lack of Awareness

among Consumers

Biased Revenue Sharing Model

Challenges

Feature Rich Handsets

beyond the Buying Power

of Users

Lack of Copyright

Protection and Authentication

s Standards

Dominance of Prepaid

Customers

Lack of Awareness

among Consumers

Biased Revenue Sharing Model

Challenges


Trends in VAS:

Trends

Growth via Acquisitions

Strong Demand from Corporate for Enterprise

VAS

Partnerships between Mobile Manufactures/

Operators & MVAS Players

Growth in Demand for Mobile Music and Gaming

Increased Focus of PE/VC Firms


Some Quick Facts : Population of India -120 CroreTotal Telephone Subscriber Base-621.28 Million.Wireline Subscription- 36.96 Million.Wirless Subscription- 584.32 Million.BraodBand Subscription – 8.75 Million.PC Base – 35 Million.Internet Users – 81 Million.Internet Penetration – 7 % .Total GPRS Base – 60 Million.Only 4 % of the 36 Million Activate Internet Users.

In India access the Net over Cello phone once a Month.( INTERNET & MOBILE ASSOCIATION OF INDIA ) TRAI REPORT

IN 2009


Mobile Internet Users in India


Types of Internet Access : DIAL UP LANDLINE (over Cable Internet access, Optical fiber or Twisted pairs) T- lines (Leased Lines ) Wi-Fi Satellite Cell Phones

Will Mobile internet replace PCs in 3 years ?????

WAR FOR SURVIVAL 7 BILLIION POPULATION

1.78 BILLION PCS4.6 BILLION PHONES


Main Challenges: GPRS•Problems Faced by English knowing Mobile Application Users.•Data connectivity; it is far too expensive, slow, and unreliable •Mistrust about the mobile operator’s Value Added Services (VAS) offerings. •The problem of awareness of existence of mobile applications and services. •Opportunity in Enabling Non-English Mobile Data Services. (Language Barrier) Problems Faced by Indian Mobile Application Developers• Diversity of Handsets (50 % Mobile Handsets are ULCH-Ultra Low Cost Handsets. More than 50 % Handsets in India are not GPRS enabled.

Traditional V/S. Mobile

1)Screen Sizes & Resolution 2)Input Devices3)Connection Speed4)Cookies , JavaScript , Flash

Conclusion: 1.Technical limitations 2. Different User Experience 3 .Alternative Solutions Needed


GPRS problems :

BTS

BSC SGSN GGSN APN

Call helpdesk?

Use self help?

2 days to resolution

Customer dissatisfaction

Customer

GPRS Trouble-shooter, captures the customers interaction with the network in real time and

reveals where the problem on the network lies.

The problem could be on any of the nodes in the network.


Expectation of A Consumer from GPRS Provider :

WHAT I WANT FROM GPRS

Always on

Always with you

Always yours

ALWAYS CONNECTIVITY

LOW PRICE

HIGH SPEED

The networked world

UNLIMITED USAGE

GOOD SERVICES & BEST PLANS


Consumer -Main Findings : About Airtel GPRS

GSM PLAYER- PAN 23 CIRCLES

INDIAN TELECOMMARKET LEADER

STRENGTHS:

GOOD SPEED

GOOD CONNECTIVITY

WEAKNESS :

HIGH COST (EXTRA CHAREGE

AFTER end of Limited Usage).

Unsuitable Plans for the 1st Time Users.

Brand Awareness about Mobile Internet is Low

UNSUITABLE


Education Factor- Low Knowledge About Mobile Internet .

Customer Care as a Intermediate Result in to Value Chain Gap.

Low Profit Margin on Airtel Recharge Coupons (Approx. 1.8% TO 2 % ).

No Aggressive Promotions.More Focus on Selling of USB Modems (e.g.

Reliance Net connect ,MBLAZE .etc)

Retailer -Main Findings :About AIRTEL GPRS :


Consumer - Main Findings about AIRCEL :

GSM PLAYER IN PAN in 18 CIRCLE

Aggressive Brand Awareness by endorsing M.S. Dhoni as a Brand Ambassador. .

STRENGTHS: WEAKNESS :1ST MOVER ADVANTAGE.

Unlimited Browsing.

Low Cost Plans (ECONOMIC BUDGET PLANS ) -14 Rs. For 3 Days

LOW SPEED (HEADACHE)

WEAK Connectivity

Value chain is now a value web

NO CONNECTIVITY

.Poor Services


Critical Success Factor : Mobile Internet :


Project Findings :1 ) Strong Strategic alliance: The Company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector. The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among Others. The Company also has an Information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements.

2) Outsourcing: Bharti Airtel is Best Example of Ideal Outsourcing Model. The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, and Teletech & Mphasis.

3) Overseas Market: Saturation & Intense Competition in India gives an Opportunity to Airtel to Operate in Bangladesh, Sri Lanka, and South Africa making Airtel World’s Fifth Largest Integrated Telecom Operator. (Currently Operating in 18 Countries ).


4) Brand Ambassador: Airtel has strong brand ambassador, Sachin tendulcar, Shahrukh khan and A. R.Rehman , Sarman Joshi, Vidya Balan & R .Madhvan , Saif & Kareena Couple Factor to promote there product and services.

5) Leader in Telecom market: Airtel is holding a position of Market Leader by having 30.25 percent of the total market share (TRAI, March 2010).

6) Strong Trust among Common People: Strong Network Coverage makes it Popular among Common Man.

7 ) Strong Management Structure: Sunil Bharti Mittal who is known as “First Generation Entrepreneur “with Manoj Kholi, Sanjay Kapoor & Akhil Gupta (Mittal’s fourth Brother) are the Key People in Success of Making Airtel as World’s Best Telecom Company.


Topic : 7 Conclusion :


Conclusion :” You can not solve a Problem at same Level that it was created. You have to rise above it to next level”. Albert EinsteinIndian consumers are in a phase of transformation from using basic telephony services to high end value added services. The technology improvement has helped the sector to perform betterand has also expanded the meaning of the term “telecommunication” from just audio message transformation to virtual presence of person. The sector clearly shows a great scope for future.Indian Customers are Unique in Nature & now Flexibility in Choice Set of Service Providers has Real Challenge in front of Telecom Players. Adding a New Customers & Retaining Old Customersso that Profitability would be Maximized requires Effective Strategies to Fuel on Earning Revenues.

Future of Mobile VAS in IndiaMobile VAS industry in India is undergoing a lot of structural changes. Mobile VAS industry is poised to grow and contribute greater revenues to the telecom industry.


Consolidation of MVAS content provider’s market: Currently, the MVAS market is fragmented and consists of a large number of small content providers. Consolidation of MVAS market will happen, leading to emergence of few strong content providers. This would enable content providers to command greater share of revenue in the MVAS ecosystem.

Rational revenue structure: With the growth of MVAS market in India, more rationality will emerge in the revenue structure. The revenue structure would be dependent on the value added by the respective stakeholder in delivering the product to the end user. This would enable the growth of MVAS market in India.

Rural MVAS market: MVAS market in India is largely dominated by urban population, with ruralconstituting around 15% of the total market. Rural MVAS market would witness marginal growth and would grow to around 20% in the next couple of years. The growth drivers would beavailability of vernacular content, entertainment services and voice based services.


Growth of M-commerce market: M-commerce has tremendous growth opportunity in India. High penetration of mobile phones would give a boost to this industry. The stakeholders need to work in tandem to ensure that issues like low awareness, security constraints, user friendliness and pricing of the services are aligned towards the consumers. The services that would provide boost to the m-commerce markets in India are mobile marketing, mobile banking and mobile payment. A major step has been taken by RBI in issuing the mBanking guidelines.

Differential pricing of content: The telecom operators have already taken a step in this direction. Further, in an attempt to cater to the expanding mobile subscribers in India, the telecom operators will price the content in a manner suitable to the target respondent.

Deployment of NGN network: Introduction of Next Generation Network would enhance the quality of services in the MVAS market in India. The users would be able to access more feature rich services. NGN uses soft switch technology, which is based on Packet Switching/IP phone and enables introduction of new MVAS speedily at reasonable cost.


Topic : 8 Recommendations & Suggestions :


Recommendations:

• Build the National Infrastructure• Make Metro cities Wi-Fi enabled• Migration from separate license regime to composite license

regime• Establish a regulatory framework for carriage and content of

telecommunication• Establish a single regulatory and licensing authority

Role of Government :

”Marketing is not the Battle of Products. It is the Battle of Perceptions.” (Jack Trout & Ries)


Suggestions :1) Develop plans targeting the specific user groups like youth, students and women.2) Develop ultra economy plans for poor people; to whom maintaining a connection is still a luxury.3) Educate customer on the benefits of Value-added services.4) Company should make more promotional campaign in commercial areas.5) Customer care services provided to the active customers should be more efficient towards the problem Solution.

Price: Low Price Plans (Free Local Calls / Free STD Calls), Low Price GPRS.Place: GLOCAL: GLOBAL + LOCALThink Global .Act Local. Untapped Rural Market with Local Regional Contents & Value Added ServicesPersonal Networking: Strong Networking of Closed User Group like College Campus, University, Industry , Malls .” Don’t Tell me. Just Involve me. “is new Success Mantra.Promotion:A Brand is a Promise or Emotional Mindshare/Heart Share. Save the Environment is the Latest Brand Promotion Mantra.


“Save Cows. Save India.” In Hinduism, the cow is a symbol of wealth, strength, abundance, selfless giving and a full Earthly life. “COW “– National Worship Animal for more than 70 Crore Hindus. It could be a Powerful Appeal to attract Rural Population.

Three Most Emerging Group in India:1) Rural Group2) Youth Group3) Working Women Group


For Untapped Rural Market: ADVERTISEMENT CAMPAIGN:

” Har Gaon se Gaon ki awaj ko jodta hua! Humara Airtel ! ”The whole advertisement and promotion is designed by taking urban youth in focus but there are large no of youths in rural sector as well and they can be their future consumers. Taking big stars as brand ambassador is good decision. But organizations can further use recent bronze medalist Boxer Vijendra Kumar as there Endorsement. Vijendra is having good looking personality and he belongs to rural area so in this way rural people will start associating themselves with that brand. Airtel can also use BALIKA VADHU fame “ANANDI” (Avika gaur) targeting rural women and rural youth.


For Youth Group: Advertisement Campaign:

“Yuva Bharat ka Yuva Airtel “.Although Sarman Joshi endorsement is successful today but for both Voice Service & Data Service Two Different famous Youth like Chetan Bhagat & Abhinav Bindra could create in Positioning Airtel as“Yuva Bharat ka Yuva Airtel .”

For Working Women Group:Sania Nehwal would be the most appealing Star for Working Women Group.


Topic : 9 Learning's & Experiences


Overall Learning's And Experience Gain :Understanding of all the functions processes which is existing at AIRTEL GURGAON.

Understanding the culture of Bharti Airtel.

Understanding Revolution in Data Communication in Indian Telecom Industry.

Understanding Outsourcing Model of Business Organization.

Understanding Marketing Strategies of Circles of Telecom sector.

Understanding VAS Services role in earning Revenue in Falling ARPU.

Understanding GPRS (Mobile Internet ) Problems , Trends & Limitations.

Understanding Difference between Theoretical Knowledge & Practical Knowledge.


Bibliography:

ON-LINE WEBSITE:

TRAI: www.trai.gov.in COAI: www.coai.com DOT: www.dot.gov.in India Telecom News: indiatelecomnews.com Afaqs Telecom Yatra: telecomyatra.afaqs.com Google Search Airtel Website: www.airtel.in

NEWSPAPERS: The Times of India The Economic Times


ASHISH SHARMAE-Mail: [email protected] [email protected]

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